Young people nowadays want their most precious things, including their tried and tested products, to evolve with them—to grow as their taste and preferences mature over time. When they look for change, they don’t want something new, but improved; not different, just better.

Fresh from the successes of #YourNutella in Europe, Middle East, and some parts of South East Asia, the Philippine campaign aims to get people to strengthen their connections with one another, highlight Nutella’s involvement and value in their lives, and get people to share their stories through the @NutellaSEA Instagram handle and #YourNutella.